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The Best of the Best at SXSWi

Mar. 18, 2014 | by Jordan Jacobson

There are hundreds of articles and blog posts right now about SXSW – talking about how much it has changed, how big it’s gotten and the pros and cons of the conference. Personally, in my second year heading down to Austin in mid-March, I have nothing but positive things to say. Although I wasn’t there in the early years of SXSWi, when it was dominated by startups trying to breakout, I can attest there are still droves of start-ups attending. Nowadays, their hotel rooms might be a little more expensive, but they are also joined by big brands, celebrities and advertising execs.

After five days in the heart of Texas, I came away inspired by things I learned and people I met. Below I’ve detailed the “best of the best” of my SXSWi experience, and what other marketers can learn from their SXSW success:

Best Panel: Yahoo Tech Mix’s Interview with Brandon Stanton from Human’s of New York:

Humans of New York is a photoblog Brandon started with the ambitious goal of photographing and interviewing 10,000 New Yorkers. Now I may be a little bias because Brandon is a friend (and it was the only panel I attended that I got a shout-out from the speaker) but every time I hear Brandon’s story I am truly captivated. Whether you were at SXSW as an advertiser, inventor, artist, or pure spectator you can find inspiration in hearing Brandon speak about his improbable rise to fame. His storytelling ability in person is only surpassed by his storytelling through his photographs of strangers. Luckily, Yahoo filmed the panel and posted online, so you can view it in its entirety here: http://screen.yahoo.com/yahoo-tech-mix-live-austin-175200235.html

Marketing lesson: All brands need to be storytellers. A compelling story, whether it is told through video, photographs, words or any other medium, can help a brand form powerful connections with its audience.

Best Brand Activation: HBO: The Game of Thrones Experience

As someone who has read all five Game of Thrones books, seen every episode, and follows all the characters on Twitter, there was no way I was going to pass up the opportunity to sit on the Iron Throne. While there were other great activations at SXSW from some unlikely brands such as Deloitte, Pennzoil, Oreo, and more, to me HBO was the winner. The experience included a museum of character costumes and props, beer provided by Ommegang Brewery, which was inspired by the show, a photo-opt on the Iron Throne, and even a full virtual reality experience that allowed patrons to experience climbing “The Wall” for themselves.

Side note: The virtual reality experience was powered by another one of the best performers at the festival, Oculus Rift.

Marketing lesson: Let consumers become part of your brand story. Whether via social media or through live brand experiences, this kind of engagement can build long-term relationships with your audience.

Best Moment: Edward Snowden’s Live Stream

Honestly, the best part about the Snowden live stream was the fact that so many people were interested in it. The main conference room it was held in was overflowing and spill-over rooms had to be opened. This was the one moment of my SXSWi experience that truly drove home what SXSW could accomplish, and I was in awe. For those who have complaints about how big SXSW has gotten, this is the counterpoint.

Marketing lesson: Think bigger. SXSWi is a very big conference, but even outside the event, people were interested in the Snowden interview. Don’t be afraid to set big goals.

Best Charity Execution: Donate Your Swag

Of course all charity efforts are admirable, but this one was just genius. Outside the Austin Convention Center the start-up Medallia partnered with the Foundation for the Homeless to set up donation points for conference goers to donate all of their unwanted branded products. It’s no surprise that most brands trying to make a name for themselves in Austin come armed with tons of branded swag, and this way the unwanted pieces can go to a good cause. As a result, I fully expect the to see the city’s homeless wearing Dropbox trucker hats and Tumblr hoodies.

Marketing lesson: Turn the expected on its head. The companies that brought the predictable free logo t-shirts have most likely been forgotten, but the company that decided to do something unexpected with those free t-shirts is the one that people remember.

Best Hidden Speakeasy: The Easter Egg – Presented by Mashable

Mashable set up their MashHouse on 5th Street to give badge owners an opportunity to take part in some pop culture fun. You could take your picture on a Miley Cyrus-inspired wrecking ball or meet the famous Grumpy Cat, but the coolest part of the house wasn’t easily spotted. In front of a black curtain at the back of the house there was a man standing casually. If you gave him the password, which was only found via Twitter, you were lead back into bustling speakeasy aptly titled “The Easter Egg.” You could relax on tuft leather couches and enjoy pre-prohibition cocktails while chatting up other “in the know” friends of Mashable. It’s actually sad to think that one of the coolest bars I’ve ever seen has already been deconstructed and most of Austin never even knew it existed at all.

Best Celebrity Sighting: Tie between George Takei and Grumpycat

I got blurry pictures of both!

All in all, there was a lot of exciting experiences and creative inspiration to be had at this year’s SXSWi. As an advertiser, if you left without saying to yourself at least once, “I wish I would have thought of that!” or “Why can’t my client do something like that?” then next year you should wake up earlier, go to bed later, and keep wandering around Austin until you find it. I guarantee it’s there somewhere.